TripAdvisor under fire for ‘real traveller’ contribution claim

Credits: The Guardian By: Steven Morris

'Advertising watchdogs have criticised the travel website TripAdvisor for asserting that all contributions on its pages were honest and from real travellers.

But some hoteliers and others in the hospitality trade claim the site is open to abuse, for example from rivals keen to attack an establishment's reputation.

Two hotels and a company called KwikChex, which specialises in online reputation management, challenged a claim on the TripAdvisor site that it "offers trusted advice from real travellers" and featured "honest travel reviews and opinions".

KwikChex claimed malevolent reviews did great harm to reputable businesses. A spokesman said: "It is small businesses that suffer most, as they tend to have few reviews and so the impact is much greater."

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